The effort will include broadcast, print and online media, and will be targeted to both retail and trade consumers, Jim Kast, vice president of marketing for Pentax USA, said in an announcement.
Contenders and incumbent
Della Femina beat out independent Kirshenbaum Bond & Partners West, San Francisco, and Vitro Robertson, San Diego, to win the review, according to knowledgeable executives. Prior to the review, Pentax had worked with independent agency Launch, in Denver, which did not participate in the review.
Pentax spent just more than $3 million in measured media in 2002, according to TNS Media Intelligence/CMR. An executive familiar with the marketer's plans said spending will be in excess of that in the coming year.